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A New Way to Look at Culture
and its Influence on Advertising
Around the World
Pamela Morris
Loyola University Chicago
August 7, 2008
Problem
• Research on
measuring culture
is dated
• Research
primarily
compares U.S. to
one other nation
Research Questions
• How can we
measure culture?
• What are new
cultural dimensions?
• How do cultural
dimensions
influence ad visuals,
particularly people?
Theoretical Approaches
• Cognitive anthropology (D’Andrade,
2001; Goodenough, 1964, 1981)
• Symbolic anthropology (Geertz, 1973)
• Embodied action
– Habitus (Bourdieu, 1977, 1990)
– Structural Coupling (Maturana &
Varela, 1987)
Theoretical Approaches
• Cultural dimensions (Hall, 1959; Hall & Hall,
1990; Hofstede, 1980, 1991, 2004)
• Social construction of gender (Chodorow,
1974; Brown & Levinson, 1987; Maltz &
Borker, 1982; Rosaldo, 1974; Tannen, 1996)
• Advertising communication (Schramm &
Roberts, 1971; Schultz & Tannenbaum, 1988;
Schultz, 2001; Schultz, Tannenbaum &
Lauterborn, 1994)
New Model of Cultural Influence on Content
Culture
Language
Meaning Symbols
Cultural Models
Manage
Cultural Mechanisms
Cultural
Dimensions
Adapt
Mass Media
Content
Advertisements
News Entertainment
Verbal Visual
Cultural Characteristics
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Economics
Infrastructure
Consumption
Military spending
Freedoms
Size & Population
Growth potential
• Health of the
population
• At risk status
• Education
• Representation
• Age & Sex
• Government type
Factor Analysis
• 71 country interval or ratio variables
– Group by underlying theoretical
dimensions - compare to anthropological
theories
• Loading criteria = .40
• Four factor solution - 63% variance explained
Four Cultural Dimensions
• Egocentric – Quality of life from individual
perspective
• Nationalistic – Big consumers
• Feminine – Health, social welfare, freedoms
• Masculine – Male-dominated, aggressive
• Indices built – used as independent variables
Content Analysis
• Sampling unit - Magazine
– Consumer - General interest, current
events, lifestyle - Time, Newsweek,
People
– Read by both men & women
– Written in language appropriate for
country
– Include ads
Magazine Sampling
• Purposive & convenience selection
• Highest circulation, closest editorial
match
• Time frame: 2001 to 2004
• Single title
Magazine Examples
Brazil
Madagascar
Estonia
Magazine Examples
Peru
Bulgaria
Vietnam
Magazine Examples
Lithuania
Mongolia
Nigeria
Advertisement Coding
• # ads - exclusive: men, women, men &
women, children with men, women, both,
alone, ambiguous - general: men, women
• # ads with men, women in 6 role portrayals*
• # people: men, women, children, ambiguous
• # men, women in 6 role portrayals*
*occupation, spokesperson, model, domestic, leisure,
decorative/ambiguous
Intercoder Reliability
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2 coders
Second coder 15% of sample
Post graduate multi-lingual
Pearson’s r = .71 and above
Dimensions - People/Roles
• Egocentric* • # ads with
• Nationalistic people
•
#
people
• Feminine
(Egocentric
only)
• # ads with
occupations
Dimensions - People/Roles
• Feminine
• # ads with
leisure
• # people in
leisure
Dimensions - Women/Roles
• Egocentric* • # women
• Nationalistic • # ads with
women as
• Masculine
spokespeople
• # women as
spokespeople
(Masculine
only)
Discussion
• Cultural concepts identified as
predictors of content - people’s images
• Women’s images used strategically
• Allows direct comparisons of variables
across cultures/countries
• Works to build new theory & model of
culture & communication
• Updates the literature
Wide Area for Study
• Further review of data
– Multivariate statistics
– Women
• Base for advertising & mass media
research
– Outdoor, newspaper, television
– News, entertainment, sports
Magazine Examples
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Noticias, Argentina
• Bunte, Germany
Profile, Austria • Oggi, Italy
Shaptahik, Bangladesh • Nihon Ban, Japan
Knack, Belgium
• Hankuk Pan, Korea
MacCleans, Canada
• Al-Hawadeth, Lebanon
¿Qué Pasa?, Chile
• Siempre!, Mexico
Arena, Croatia
• North&South, N. Zealand
Tyden, Czech Rep.
• Graphic, Philippines
Rose Elf Youssef,Egypt • Wprost, Poland
Magazine Examples
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Visão, Portugal
Oryx, Qatar
Suverana˘, Moldova
Itogi, Russia
Nord Ouest, Senegal
Life!, Singapore
Plus 7 dni, Slovakia
Mladina, Slovenia
Huisgenoot, So. Africa
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Epoca, Spain
The Nation, Swaziland
Veckans, Sweden
Skul Thai, Thailand
La Presse, Tunisia
Aksiyon, Turkey
Spectator, Britain
Time, U.S.A.
Ash-Shoura,Yemen